5.4x return on ad spend. Customers in 18 countries.
Marko Vukotić built a loyal following as a personal trainer, known locally for his one-on-one coaching. His business model was simple and completely capped: he traded hours for money, one client at a time. He had the audience. He did not have a product that could scale past his own calendar.
What wasn't working.
- A business model capped by his own calendar — hours traded for money, one client at a time.
- An audience that trusted him, and no product he could sell to more than a handful of them at once.
- Every new client meant another hour of his own time.
- Growth meant burnout, not leverage.
Decisions, not activities.
Marko built the missing piece himself: a structured training program he could sell to anyone, not just the people he could physically coach. That decision is what made everything else possible. Unframed did not invent the product. We built everything around it — the research, the scripts, the videos, the landing page, the retargeting, the email flow, and the media buying that turned it into revenue.
The work, in order.
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Understanding the audience before writing a single word
Before any creative was produced, we mapped who Marko's audience actually was: their training history, what programs they had already tried and abandoned, what made them trust a personal trainer over a generic app, and what was actually stopping them from buying a program instead of booking a session. We were not guessing at pain points. We pulled from his real client conversations, comments and DMs to find the actual language people used to describe their frustration. That research became the foundation for every angle we tested.
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Angle testing, not guessing
We did not run one ad and hope. We built a set of distinct angles, each around a different psychological driver the research had identified: the frustration of generic programs that ignore individual goals, the credibility of training under someone with a track record, the fear of wasting money on another program abandoned by week two, and the simple confusion of not knowing where to start. Each angle got its own script, written for that pain point, produced in both static and short-form video. We watched hook retention, cost per result and click-through by angle, not by account average. Whatever did not hold attention in the first three seconds, or convert once it did, got killed fast. What survived got scaled, then rebuilt into new variations of the same working angle, so we were never coasting on one lucky creative.
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The funnel, top to bottom
We built content in three distinct layers instead of running one generic ad to everyone:
- Top of funnel. Broad hook videos built to earn attention from people who did not know Marko yet. These led with the pain point, not the offer. Their job was recognition, not conversion.
- Middle of funnel. Deeper content for people who had already engaged: program walkthroughs, proof of results, direct answers to the objections identified in research. This is where credibility got built.
- Bottom of funnel. Direct offer creative with a clear call to action, served almost exclusively to warm audiences and retargeting, not cold traffic. This is where we asked for the sale.
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Retargeting built to answer, not repeat
Anyone who engaged with content or reached checkout without buying went into a dedicated retargeting layer. We did not just re-serve the same ad. Retargeting creative was built specifically to answer the objection that most likely stopped someone at that stage — price, doubt about results, or simple hesitation. That is the difference between retargeting that annoys people and retargeting that recovers sales.
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Email as a second net
Every lead, whether they came in through the lead magnet or abandoned checkout mid-purchase, got folded into an email flow. A sale was never fully lost the moment someone closed the tab. People who were not ready to buy on the first touch got nurtured. People who started checkout and stopped got a direct, low-friction reason to come back and finish.
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The lead magnet
We built a free entry point tied directly to Marko's expertise, positioned to pre-qualify people before they ever saw a paid offer. Because it filtered for people who were already problem-aware, it did not just build a list — it converted at a rate high enough to become one of the more efficient paths to a paid sale in the entire funnel, not a top-of-funnel vanity metric.
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Rebuilding the offer around what Marko could actually deliver
Once the core program was live, we restructured the offer around Marko's digital catalogue instead of treating the program as a single standalone product. That included a recipe and nutrition guide as an order bump at checkout: a natural, low-friction add-on for anyone already buying a training program, sold at the exact moment they were most receptive, with zero additional ad spend required to generate that extra revenue.
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The landing page
The landing page was built and rebuilt with the same psychology as the ads, not treated as a separate afterthought. It opened by naming the exact pain point identified in research, agitated it honestly instead of glossing over it, then positioned Marko as a credible, specific source rather than a generic online coach. From there: a clear breakdown of the program, proof, direct answers to the same objections the retargeting layer was built to handle, and a straightforward path to checkout with the recipe guide bump built in. Every section existed to remove one specific reason someone might close the tab, not to look impressive.